Purpose
The purpose was to improve marketing performance by developing creatives that combine branding and performance.
The objective was to increase return on ad spend (ROAS) by shifting from purely rational messaging to more emotionally driven and engaging creative concepts.
Deliverables
The assignment included the development and production of creative assets for social media campaigns.
Creative Strategy
A creative approach was developed to:
- differentiate from standard product-focused communication
- introduce emotional and playful elements
- align branding and performance objectives
The strategy focused on using humor and unconventional concepts to increase engagement.
Creative Production & Execution
Creative assets were produced and implemented across social channels.
The execution included:
- development of concepts based on customer journey insights
- use of humor and unconventional product usage scenarios
- adaptation of creatives for digital and mobile formats
Evaluation of Results / Effect
The campaign resulted in improved performance compared to standard creatives:
- +54% increase in ROAS compared to product- and price-focused creatives running during the same period
Strategic reasoning from brief to execution
The strategy focused on differentiating from competitors by moving away from purely rational product communication.
Customer journey insights were used to identify opportunities to introduce more engaging and memorable creative concepts.
By combining emotional appeal with product communication, the strategy aimed to improve both engagement and conversion performance.
Innovation and new thinking
The approach focused on introducing emotional and playful elements into a category dominated by rational and product-focused messaging.
Creative concepts included unconventional and “outside-the-box” uses of tools to create differentiation.
This enabled the campaign to stand out in a competitive environment with similar communication patterns.
Deliverables
The assignment included:
- development of creative concepts
- production of social media creatives
- adaptation of creatives for mobile and digital formats
- implementation of campaigns across paid social channels
Services used:
Client Quote
“It was great to work with the Bluebird creative team. As a client I want someone who understand that digital is first, and that both mobile and channel specific creatives are needed. This is old knowledge for many, but it’s still not always what is delivered from agencies. Great work from the Bluebird team!”
— David Olsson, Head of Digital Marketing & Measurement Owner
